Estrella Media partners with Freewheel
December 15, 2022
Estrella Media, the Spanish-language media company serving a multiplatform Hispanic audience in the US, has partnered with FreeWheel, a global technology platform for the TV advertising industry, to expand its connected TV (CTV) advertising business.
The partnership will enable both companies to elevate and support the growth of Hispanic CTV across the Estrella Media platforms thru EstrellaTV, Estrella News, Cine EstrellaTV, Estrella Games and the EstrellaTV App. Estrella drove over 1.33 billion streaming minutes of its original content in November with a third of it on CTV, including the hit reality series Rica Famosa Latina, the venerated Premios de la Radio Regional Mexican music awards, the scripted Latin comedy Norteados con Don Cheto and five daily news shows on Estrella News including 24 Horas.
“Our passionate audience is watching more CTV than ever before,” said René Santaella, Chief Digital & Streaming Officer. “We need to make sure they get an excellent free ad-supported experience surrounding the content they love. FreeWheel is helping our ad sales operation achieve better ROI on CTV so everyone wins.”
FreeWheel will power Estrella’s comprehensive revenue strategy for direct and programmatic monetisation to reach Hispanic audiences, including all CTV and OTT inventory.
“As audiences fragment across screens, programmers and advertisers need solutions that can help them find and scale this viewership across CTV,” said Katy Loria, Chief Revenue Officer at FreeWheel. “Estrella is seeing significant growth with the important US Hispanic market across its CTV audiences. We’re thrilled to be a key partner to help the company drive and monetise this business.”